Press Release Date: 19 Mar, 2009

Guoman Hotels commissioned Aimee McWilliams, a leading British designer whose label is based in London, to create a “capsule haute couture” collection inspired by the four hotels with their portfolio. The completed designs communicate the individual style, character and history of Charing Cross, The Cumberland, The Tower and The Royal Horseguards, which together form Guoman Hotels².

The dresses will be unveiled on 1st April 2009 in the lobby of The Cumberland and then displayed within their namesake hotels, before being auctioned for charity, proceeds of which will go to Help for Heroes.

Aimee McWilliams said, “I have been inspired by great interiors for most of my creative life. The opportunity to create high end luxury garments that reflect the diverse and stylish interiors of each of the hotels makes this a dream project.”

Sanjay Nijhawan, chief operating officer, Guoman Hotels, said, “We wanted to find a way of communicating the true individuality of the different hotels within the collection, and also celebrate The Royal Horseguards joining the collection early next year.  Aimee is one of London’s – and one of the UK’s – most sought after up-and-coming designers and we’re delighted to have her on board. With her unmistakeable signature style, her designs bring the hotels to life in a unique way.”

Aimee, a graduate of the Central Saint Martin’s School of Art and Design, is recognised as one of today's hottest young designers turning down jobs at leading fashion houses in Paris and Milan such as Cavalli, John Galliano and Gianfranco Ferre to set up her own label after winning the award for the best collection upon graduation and more recently won the Designer of the Year Award at the Scottish Style Awards 2007.

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